BrokerageIndustry News

The real estate Web lead machine

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

NEW YORK -- As more consumers are turning to the Internet for real estate information, more brokers and agents are sorting through how to attract these people to their sites and build relationships that turn into sales. Panelists at Real Estate Connect in Manhattan last week discussed what consumers are doing with real estate on the Web, strategies for brand building and various business models built around matching consumers to real estate professionals. Some lead-generation companies don't build their own brands online, but instead focus on connecting the consumer with the brokerage brand. For instance, HomeGain operates by selling leads to brokers and agents on a cost-per-click basis and by subscription. "There is a difference in (our) business model from," said Richard Sommer, CEO of HomeGain. The company "is on the other end of the spectrum. We really don't build our brand," he said. HomeGain founder Bradley Inman is the founder and publisher of Inman News. Tom Re...